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Cunard Line Ltd is a luxury cruise line with 5 ships that targets customers over 55 years old with top incomes. They have a 50% market share in the luxury cruise segment. Cunard pursues integrated marketing communication to maintain their image of excellence and elegance. Their $20 million marketing budget is split 50% for strategic, long-term brand building and 50% for tactical, short-term revenue goals. They recommend focusing more on strategic branding through consistent messaging across all communicatio

Author

Amit Bhasin

Language

EN